Adobe launches Launch, its next-gen tag management platform

Adobe is out this week with its next-generation tag management platform.

Called Launch and built into the Adobe Cloud Platform, it is based on technology acquired when the tech giant bought a tag management technology called Satellite in 2013. Launch was announced as a beta release at Adobe Summit in March, and it’s now out in general release.

Adobe Product Marketing Manager Jon Viray told me that the previous Adobe tag management offering, called Dynamic Tag Management or DTM, is primarily designed for providing page tags for Adobe’s tools. Users could add third-party marketing tools to DTM by adding the necessary JavaScript, he said, but they were limited in how much functionality was available.

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.